authorities issued new regulations to ban a number of TV networks'
"inappropriate hype," reported Beijing Daily.
According to the rules to further regulate television broadcast issued
by the State Administration of Press, Publication, Radio, Film and
Television (SAPPRFT), the media promotion was strictly regulated. The
circular asked Chinese TV networks, video websites, and TV production
entities not to hype the so-called "full versions", "uncut versions" or
Yu Fei, the deputy secretary general of the China Radio and Television
Association TV-series Screenwriters Committee, explained that after
SAPPRFT's review, the final approved version of a TV series is the final
cut. "No matter what platforms the TV series will be broadcast, the
version should be the same, there is no such thing as an uncut version.
Anything else is just hype."
The circular also asked again that there should be no commercials and
shows cut in the broadcast of a TV series. The administration asked TV
networks to do so as early as in 2011, but the industry still hoped that
extra commercials would be back for TV episodes this year, which SAPPRFT
does not support.
There should also be no added commercials at the time when an episode
ends and the credits start to roll. Yu said this rule is important,
adding, "Many TV networks add extra commercials at free will, and this
has become bad for the industry which doesn't respect the cast and crew,
now it's time to give them back their dignity."
Chen Liqiang, a professor with the School of Journalism and
Communication at Tianjin Normal University, said to Beijing Business
that the added commercials are normal for satellite television networks.
The rules which ban the added commercials have guaranteed the audiences'
interest. However, for TV networks which see the commercials as a major
part of their profits, this is a challenge for them. Chen believes there
will be new loopholes after the rules are issued, such as planted
commercials in TV series.